Telling a story on the label
Here's a $20 bottle of soap. Functionally identical to a $3 bottle, so what's the $17 for? Let's assume the people buying it aren't stupid. What are they paying $17 for? A story. A feeling. A souvenir of a shopping...Telling a story on the label is a post from: RoosterMoon Publishing
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Finding your brand essence
I got an email from someone who had hired a consulting firm to help his company find their true brand selves. They failed. He failed. He asked me if I could recommend a better one. My answer: The problem isn't...Finding your brand essence is a post from: RoosterMoon Publishing
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The brand, the package, the story and the worldview
Madecasse has a lot going for it. It's delicious chocolate. It's made in Africa (the only imported chocolate made on the continent with local beans). The guys who make it are doing good work and are nice as well. The...The brand, the package, the story and the worldview is a post from: RoosterMoon Publishing
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